How to use FOMO this BFCM

Welcome back to Nice Ads! This week we have some BFCM ads - But also some big brands doing cool stuff.

Let’s get started, shall we?

Seed

A good hook can set your creative onto a scaling journey like nothing else. As much as we like to think we’re buying sales when running ads, we’re actually buying attention. Because attention from the right people leads to sales.

This hook from Seed is how you attract the right attention. So let’s break it down.

“I can’t gate keep this any longer” I’ve heard this used on a few ads and it proves pretty well. It sounds like you’ve been keeping a secret and are about to spill the tea (Something I did this week in the office and it went all over our new sofa, if you have any tips to remove this tea stain let me know). People love to know something new and so this taps right into that desire.

Along with that, the caption mentions “pooping” and I don’t know why but humans love to talk about pooping and once again, people who might be a little nosey are going to be all over this. However, this caption is also doing some targeting for Seed. Bringing in the right attention to get the sales from the right people. Genius.

Lots to learn from this one!

👉 Watch in full here

Nama

It’s time to start building those BFCM lists - But how can you effectively get people to sign up? Do what this creative is doing. Create FOMO and urgency. Two of the most powerful psychological triggers you can use.

The visuals themselves are nothing special, they’re showing off the product on a model that is aspirational for the customer. Making the product look its best and shot in a style that is aesthetically pleasing and familiar to the target customer.

But it’s the copy that we need to look at. “Black Friday Early Access - Shop our private pre-sale”. Everything about that screams FOMO. Fans of the brand will want in and do what they can to not miss a bargain. But also new customers who are yet to buy might decide now is the time to purchase. Gymshark do this very well each year. In fact I’ve already seen some articles online giving people updates on when the sale is happening etc. Very clever!

Build hype, make it feel exclusive and reap the rewards. The only way to do BFCM.

HOWEVER - They failed when they directed people to the most boring LP I have ever seen.

What is that?! Lesson to learn here people. If you want people to get excited about BFCM, make your landing page amazing. Carry on building that FOMO after the click.

👉 Watch in full here

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Pepper

In the modern advertising age, we are all told (mostly by me) that creative is the new targeting. But what does that even mean and how can we do it?

Well, let this ad serve as an example of how to do it well.

Women get a lot of ads. They also have a nightmare buying bras. So when your advertising underwear you need to answer a core question the customer has “Will this work for my boobs”. You can do this in many ways, with copy, with UGC etc. But how do you make sure the advert gets in front of the right people? Because although you can target women, Meta has yet to give us a bra size targeting section. So what do we do?

CALL THEM OUT! Tell them this product is for them. “Perfected for small boobs” do you think a woman with big knockers is going to click on this advert or even give it a second look? No. Because you have targeted with your creative.

Once you’ve narrowed down your customers you can present them with the USPs they want to see like “Natural flattering lift” and happy days! Your creative is working on more than one level.

Creative like this is what you should be making and testing. So get to it - Remember you can use my software Creative OS to make simple statics like this with our handy templates!

Right, that’s your lot this week. Thanks for reading and being part of Nice Ads. I’ll see you in the next one ✌️

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